Local Tv Stations Line Up To Bid For Johnson's Show

On Broadcast Sports

February 9, 1996|RACHEL ALEXANDER

Get out the good china, sweep the dust under the rug and wash behind your ears - Jimmy's comin' over.

South Florida's local television stations will put their Sunday best out next week as the scramble for Jimmy Johnson's coach's show begins. Dolphins broadcasting chief Dean Jordan and Johnson's agent, Nick Christin, have laid out their demands, and return proposals from the stations are due in the next few days.

"We know what we want, and now we're sort of waiting to see what everyone comes back with," Christin said. "We've said we're not going to do a Monday night show, that we want to do it taped, not live, and we want to have it done on Thursday in the coach's office."

That's significantly different from The Don Shula Show, which ran on Ch. 10 for 26 seasons. For the past few years, the Shula show was broadcast live in Shula's sports bar in a prime-time slot, one of only two coach's shows that aired in prime time. In the new scenario, many are wondering when the show would air, as ad revenue for daytime weekend programming is low.

On the business side, Jordan and Christin have also asked for a significant portion of the ad revenue, an arrangement similar to the deal Johnson had in Dallas and one that could end up netting the coach in excess of $100,000.

So how are the stations handling this manifesto? Everyone has a different take on Jordan's recent letter of explanation, but there is agreement around town that Johnson's show will be a big prize to bag and that the Dolphins know it.

So far, here's who's in, out and indifferent:

-- Ch. 6: WTVJ considers itself the Dolphins station, so getting the coach's show is definitely a priority. "We consider ourselves a natural fit, both with our association with the Dolphins and the respect people have for this station," Executive Sports Producer Regent Dukis said. For: Tony Segreto hosted Johnson's show when he was at Miami, Ch. 6 is the place for AFC football, WTVJ wants the show. Against: WTVJ won't acquiesce to all of Johnson's wishes; the station doesn't absolutely need the show.

-- Ch. 4: WFOR is still searching for a solid foothold into the market, and it sounds like the station would be willing to make the show its sports franchise. Right now, Ch. 4 has a committee of 10 working on how to bring Johnson in. "This is very important to us; we're very interested in carrying the show," General Manager Allen Shaklan said. For: Joe Zagacki hosted Johnson's radio show and knows him well; WFOR is willing to sacrifice more to get him. Against: CBS is still struggling to rebuild its football image as a network; little relationship with the Dolphins aside from some of the team's pre-season games.

-- Ch. 10: As the home of the coach's show for 26 years, WPLG will miss it if it leaves, but station executives are quite unhappy with Jordan's letter. "We're very disappointed that the only access to him will be on Thursdays, despite that we have this wonderful opportunity to put him live in prime time on Mondays," said Oscar Welch, director of programming and promotion. "We'll still be in [the bidding,) but it's hard to excited about an interview behind a desk."For: Jimmy Cefalo has known Johnson since he was 17; WPLG's strong tie to the Dolphins, the tradition of the coach's show. Against: Ch. 10's distaste of the proposed format.

-- Ch. 7: WSVN executives haven't decided whether to go after the Johnson show, but don't look for the "Fox thing" to sway Johnson. He liked his stint at the network but will be looking for the highest bidder, not the one with the most familiar name.